Contextual surveys - Going asynchronous for more context (by Bas de Luij)

Contextual Surveys
going asynchronous for more context

Bas de Luij
bas@insites-consulting.com

@basdeluy

Bas de Luij, InSites Consulting, Netherlands
NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2

Our vision

At InSites Consulting we
believe that market research
should shift

• From validation to collaboration

• From asking questions to observing,
facilitating, and joining conversations

• From ad hoc and post hoc to always-on
and in-the-moment

• From rational thinking to emotional
sensing


How can we live up to
this vision in quant
surveys?


Are surveys a dead end
approach?


Our challenge

Rethink and take it step
by step
• How can we inspire both clients and
participants in more engaging surveys?

• How can we tell a lively story about
customers? And bring rich context next to
numbers and graphs?

• How can we can make people generate
information?


Fusing methods,
stretching boundaries
Fusion
Using the „goods‟ of qualitative

This means:
- Stretching the boundaries of quantitative
research by adding (ethnographic) tasks next
to questions
- photo, video, explore their environment
- Stretching the boundaries of our profession by
adding co-research elements


platform within a survey
no moderation, but automation
ethnographic tasks next to questions
explore your environment
make pictures

enables participants to co-researcher tasks
come back over time to complete in later stage Interview a peer


4th of July project


Example task

Your 4th of July
party

Upload 6 pictures of you drinking and
or eating at the party. And describe
your decision on what you are drinking
or eating at that moment with as much
detail as possible:
- Why this food/drink?
- Why this moment? How did/do you
feel?
- Why this brand?
- What are your thoughts when
eating/drinking?

Good luck!


ForwaR&D lab test

Investigate the borders of task-based research in surveys

Investigate to what extent participants are capable and
willing of taking up a researcher‟s role in surveys

Find proof for contextual surveys being a good qualitative
Add-on


ForwaR&D lab test


Panel members are quite willing to
participate in this type of survey.
Yes

38% (n=201)

62%
No


ForwaR&D lab test


Contextual respondents show a drop in
their responses.

 30% completed >80% of tasks

 70% completed <80% of tasks


ForwaR&D lab test


Leading to over

700 photos


ForwaR&D lab test


Photo quality differs quite a lot.

 ~500 high quality/high relevance

 ~200 low relevance/“google images”



This type of research adds a new
dimension to “straight lining”.


ForwaR&D lab test

Investigate to what extent participants are capable and
willing of taking up a researcher‟s role in surveys

Participants found it hard to complete the
co-research tasks (interview someons at
the party)

- Don‟t like to interrupt party people
- Found it hard to convince people to
take part
- Didn‟t like the idea of putting pictures
online


ForwaR&D lab test

Add-on


ForwaR&D lab test

Add-on
consumer story dashboard
fun, engaging, interactive experience
to slice, dice, deep zoom into content


4th of July (survey only)

80%
Of Americans who celebrate the 4th of July attend/organize a backyard barbeque.

60%
Is (very) likely to consume beer during
this barbecue

Typical food at their party
Hamburgers 26%
Hot dogs 22%
Ribs 6%
Potato salad 6%


4th of July (+contextual)

Unpretentious, relaxed, casual, food mostly home-
made, using all American brands.


ForwaR&D lab test

Add-on

The high quality responses truly enrich our
data.

Pictures, personal stories and visual material
bring our respondents to live.

The consumer story dashboard allows us and
clients to immerse into their stories


Forward lab test

“I think this survey was pretty fun! :)”

“Interesting survey...wouldn't mind
doing another in the near future”
“Very cool and different survey”

“I like this survey, it was fun”

“good survey, i like this format.”


To
conclude…

1. High potential

2. Added value for clients
Deliver ‘best’ of both worlds

3. Learn more, improve
more


Q&A

Ray Poynter Bas de Luij
VCU, Vision Critical InSites Consulting


Thank you
Bas de Luij
bas@insites-consulting.com

@basdeluy


Contextual surveys - Going asynchronous for more context (by Bas de Luij)

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